Free Essay

Aspca Rhetorical

In:

Submitted By mrauh365
Words 790
Pages 4
As soon as one hears “In the arms of an angel” by Sarah McLachlan, it triggers an immediate response from most viewers: change the channel. Her face as well as her voice has become one of the most influential of the ASPCA spokesmen. These commercials use a variety of rhetoric skills to provoke the audience to donate to the organization. The musical component of the commercial sets the tone and instantaneously evokes compassion for these innocent fur babies. This compassion-provoking advertisement tactically uses Sarah McLachlan and her music along with some of the saddest looking photographs to help score donations to fund the program.
This ad was effective because it used ethos, logos and pathos in promoting animal abuse awareness as well as asking for donations. The ASPCA animal cruelty awareness and animal welfare features a series of clips portraying dirty often injured animals in cages and crates. In the background, ‘In the Arms of an Angel’ by Sarah McLachlan is being playing. Then the clips stop and Sarah McLachlan appears sitting in a room, petting a large dog. Then she says, “Hi, I’m Sarah McLachlan, will you be an angel for a helpless animal? Every day, innocent animals are abused, beaten and neglected, and they’re crying out for help. Please, call the number on your screen, and join the ASPCA with a monthly gift right now. For just sixteen dollars a month, (only 60 cents a day,) you’ll help rescue animals from their abusers, and provide medical care, food, shelter and love. Call or join online in the next thirty minutes and you’ll receive this welcome kit with the photo of an animal in a shelter right now. One has been given a second chance, Thanks to you. Right now there is an animal who needs you. Your call says ‘I’m here to help.’ Please call right now.” The number is shown across the bottom of the screen and more clips of abused and beaten animas are being show. The final clip is a dog staring sadly at the screen
The use of pathos in the video is definitely what the creators were hoping to grab. This is where a sort of universal approach sadness and possibly guilt takes place. Obviously the demographic that they are reaching to grab out to is any individual that has a heart. Even an internet meme of this commercial has been created, with the message “Hi, I’m Sara McLachlan, and I’m about to ruin your whole day”. This shows that the Pathos goes beyond the conventional boundaries of reaching the audience. However, the ad must be successful in its emotional appeals, because it keeps airing on a regular basis
As for establishing logos the commercial states that the viewer can help for as little as 60 cents a day. The commercial is trying to make the audience realize that it is within their reach to financially help the animals. That the 60 cents a day (which is about the cost of a newspaper) is worth so much more to the animals than most people realize. The commercial is trying clearly show the affordability of the contribution, making it a logical choice to send the money. The use of the song in the commercial, combined with the imagery, and Sara McLachlan’s words results in a moving experience. The intention of the commercial is to convince the viewer to ‘be an angel’ and save the poor animals dying in shelters by donating money.
For the use of Ethos, they portray Sarah McLachlan as the spokesperson in this particular ad particularly due to the song “Angel” . The ASPCA is the organization backing the commercial. The ASPCA is the voice of the animals and is responsible for some astounding work toward helping animals. It is a non-profit organization that actively accepts donations. The organization even provides governance structure and annual costs and donations information on their webpage, (http://www.aspca.bc.ca/about). This ensures that people looking to donate money knows it goes to a worthy cause.
Overall, the commercial does a great job of using ethos and logos to make a point and persuade viewers. The commercial reaches out and affects all types of people, as shown by different YouTube videos, and an internet meme has even been created out of it. While most television commercials come and go this commercial remains to play regularly since its debut back in 2006. While the pathos appeal seems almost overwhelming, together the three appeals must be very effective in getting donations. I know if tears were accepted as payments, they would be wealthy in just the ones I have shed.
Feel free to view this commercial (bring tissues)
https://www.youtube.com/watch?v=ERRlDEoHG9Y

Similar Documents

Premium Essay

ASPCA Rhetorical Analysis

...The American Society for the Prevention of Cruelty to Animals (ASPCA) was founded and has served as a helpful hand in stopping cruelty to animals. The ASPCA was the “first humane society to be established in North America and is still one of the largest in the world.” The ASPCA outlines its goals in their mission, which is “to provide effective means for the prevention of cruelty to animals throughout the United States.” This non-profit organization is dedicated to ensuring that the safety and well-being of countless animals is never comprised. Non-profit organizations rely a great deal on contributions, such as financial donations from outside sources, to achieve their goals. The ASPCA organization utilizes their websites homepage and emotionally riveting commercials to encourage their audience by using numerous rhetorical devices, especially the rhetorical appeal pathos, in order to evoke to emotions within the audience. The ASPCA’s website layout, their content and...

Words: 2192 - Pages: 9

Premium Essay

Aspca Rhetorical Analysis

...The Effectiveness of ASPCA Commercials are about transmitting a message through imagery or any other means. Commercials are what attract the public to the product, therefore, it’s no surprise that many organization rely on the power of advertisements. The American Society for the Prevention of Cruelty to Animals, also known as ASCPA, is a non-profit corporation whose mission is “to provide effective means for the prevention of cruelty to the animals throughout the United States.” (Burgh) Henry Burgh founded the organization in 1866 in hope of making people understand that animals deserve the same respect given to humans. The purpose of the famous ASPCA commercials is get their audience to support their mission by donating to the organization....

Words: 940 - Pages: 4

Premium Essay

Persuasive Speach Analysis

...also want the audience to understand that with today’s technology of ‘Facebook’ it has the ability of taking away the effort in staying in touch with people. 3. What is the most effective way of composing and presenting my speech to accomplish that aim? - Use of anecdotes in portraying personality to the audience and showing the audience through my stories that I have credibility in this area and I know first hand the benefits of ‘staying in touch’ - Connotative language to shape peoples opinion of staying in touch; use bubbly, infective, energetic words so people will have a positive image when they are think of staying in touch with people, this will also help them get motivated to reconnecting with people. - End with a rhetorical question / positive statement to allow the audience to question if they are doing all they can do to stay in touch with people and if they not they will want to after listening to the speech. - Use the introduction as a way of telling the audience that by listening to this speech it will make them want to reconnect with people due to the positives that will be outlined in my body. (Terry Lufffman, 2010) 4. What is their demographic? Both male and female age between 17 and 25 years old, university students, from all different places and countries. The act that I am...

Words: 1712 - Pages: 7

Free Essay

Together We Stand Letter

...Dear Residents of the community, I would like to inform you of some information that I have found that can be the cause of why so many of us are getting sick. I started out my research with trying to figure out what type of problem is this and what the solution may be. I asked questions like, what is distributed to the whole city? What does the community have access to? What type of sources can create an illness or carry an illness in them? Once I narrowed down my questions I was able to direct my research to power lines, water sources and gas sources. I then began to think about the previous questions I have asked myself and found that it was one of those sources. After finding out the information that I did, I then had to dig a little deeper. I had to think about how the companies will try to hide any information that could have caused any damage. I had to think about what the records would be called and how they would conceal it. I found out that the gas company was the cause for why the community was starting to get sick. Although the gas company as at fault we may not want to stop using their services, but merely let them know that the practices of their company is hurting our community. I think if we get together and ask the right questions we will be able to figure out a solution for this problem. I’m pretty sure that the gas company doesn’t want to cause anyone any harm, so confronting them and letting them aware of the dangers they are causing should not...

Words: 427 - Pages: 2

Premium Essay

An Explication of Hughes Harlem

...Anthony Wilson, Sr. English 151 15 February 2012 An Explication of Hughes' "Harlem" In the poem "Harlem" written by Langston Hughes, the speaker utilizes a series of rhetorical questions and similes intended to initiate a thought-provoking reaction that addresses unresolved or deferred dreams. The use of these questions and similes add to the overwhelming feeling of despair the speaker seems to have form the beginning until the end of the poem. In life, many have dreams intended to fulfill whatever end fantasy or goal is in mind. But, this poem attempts to address those dreams that are unfilled or put off for whatever reason. The speaker's inquisitive nature implies an uncertainty of promise or happiness of a dream deferred. The very first line of the poem begins with a question and sets the what becomes a "What happens to a dream deferred "? and immediately is followed by a series of rhetorical questions that mimics the negative outlook for the end result. "Does it dry up like a raisin in the sun"? ( 3) "Or fester like a sore- And then run"? (4-5) "Does it stink like rotten meat"? (6) Or crust over and sugar over- like a syrupy sweet"? (7-8) "Or does it explode"? (11) So, from start to finish these questions imply the outlook is a grim one. The negative tone never seems to change not even for a split second from the beginning until the end. Even the use of certain word choice added to the continuous dismal tone of the poem. Usually when...

Words: 731 - Pages: 3

Premium Essay

My First Accident

...Humanities Department Course Prefix and Number: ENGL 111 Course Title: English Composition I Number of: Credit Hours 3 Lecture Hours 3 Lab Hours 0 Catalog Description: Expository writing to practice traditional rhetorical modes and strategies, to increase analytical clarity, and to achieve precise expression. Grade of C or higher required. Prerequisite: Grade of C or higher in ENGL 107, or placement by ACT English Score or by SAT Writing Score: students whose ACT English Score is from 18 to 29 or whose SAT Writing Score is from 430 to 650 will be placed in ENGL 111. Offered Fall and Spring. Prerequisite(s) / Corequisite(s): Grade of C or higher in ENGL 107, or placement by ACT English Score or by SAT Writing Score: students whose ACT English Score is from 18 to 29 or whose SAT Writing Score is from 430 to 650 will be placed in ENGL 111. Course Rotation for Day Program: Offered Fall and Spring. Text(s): Most current editions of the following: Many English Composition texts are available. The recommended choices listed below are numerous, so please read the complete listings carefully. Required texts must include: • A handbook (choose from texts 1-4 below); • A rhetoric (choose from texts 5-10 below); and, • An anthology of expository writing. Combinations of these are also available (texts 11-16 below). Note: For locations where it is necessary to continue in ENGL 112 with at least one text used in ENGL 111, texts 14-16...

Words: 252 - Pages: 2

Free Essay

Sometihing

...not a torture technique that involves forced simulated drowning. Less remarkable, perhaps, but possibly more relevant for most of us, we’ve heard the term “downsized” used when someone is fired or laid off. “Ethnic cleansing” covers everything from deportation to genocide. What we have to say may be important, but the words we choose to say it with can be equally important. The examples just given are cases of a certain type of linguistic coercion—an attempt to get us to adopt a particular attitude toward a subject that, if described differently, would seem less attractive to us. Words have tremendous persuasive power, or what we have called their rhetorical force or emotive meaning—their power to express and elicit images, feelings, and emotional associations. In the next few chapters, we examine some of the most common rhetorical techniques used to affect people’s attitudes, opinions, and behavior. Rhetoric refers to the study of persuasive writing. As we use the term, it denotes a broad category of linguistic techniques people use Moore−Parker: Critical Thinking, Ninth Edition 5. Persuasion Through Rhetoric: Common Devices and...

Words: 15202 - Pages: 61

Premium Essay

Types of Essay Introduction

...whether we should allow marine parks to stay open has been widely debated in our community recently. It is an important issue because it concerns fundamental moral and economic questions about the way we use our native wildlife. A variety of different arguments have been put forward about this issue, but considering arguments for having marine parks and pointing to some of the problems with these parks, it is not difficult to understand our legislation should introduce laws which prohibit these unnecessary and cruel institutions.   2. A Question. Many writers open their essays with a question that is meant to attract the interest of the reader. Sometimes writers use a rhetorical question; that is, a question for which no answer is expected because the intended answer is obvious. An example of a rhetorical question: “Should we allow child abuse to continue?” A writer might open an essay with a question that requires an answer; the need to hear the answer keeps the reader reading. When people think ahead to the year 2050, many different questions come to mind. Does germ warfare have the potential to destroy the world? Does the medical profession have the knowledge and technology to make gene therapy a natural part of medical care? Will the cloning of humans be successfully accomplished in the next few years? If the answer to all these questions is yes, then it is only logical that in the next fifty years people will experience major differences in medicine, lifestyles...

Words: 760 - Pages: 4

Free Essay

Poem Analysis: Those Winter Sundays

...Robert Hayden 1913-1980 Those winter Sundays Sundays too my father got up early And put his clothes on in the blueblack cold, Then with cracked hands that ached From labor in the weekday weather made Banked fires blaze. No one ever thanked him. I’d wake and hear the cold splintering, breaking. When the rooms were warm, he’d call, And slowly I would rise and dress, Fearing the chronic angers of that house, Speaking indifferently to him, Who had driven out the cold And polished my good shoes as well. What did I know, what did I know Of love’s austere and lonely offices? Poem “Those Winter Sundays” is wrote by Robert Hayden, generally seen as a crafted lyric on a universal theme---paternal love, describing a past day and showing a present reverence for author’s father. The title “Those Wither Sundays” emphasizes the time background. It is Sundays, not Tuesdays or Fridays. Sundays are days at home, days completely belongs to ourselves, days that we see our families the most. Hayden recalls the past and realizes how much he had to thank his father. It was a normal Sunday in winter when the author was a little boy; his father got up early, made the fire with his “cracked hands”, woke him up and polished shoes for him. The theme is presented directly and explicitly through every rich physical detail. The poem doesn’t use a masculine pronoun; it sounds more like a woman’s. Through the choice of the gender of voice, I can see the speaker is a soft and sensitive man...

Words: 839 - Pages: 4

Premium Essay

Analysis of the Extract (a Piece of Advice (by W.S. Maugham))

...SIW Module 1 Variant 2 Theme: Stylistic Devices. Analysis of the text. 1. Point out three metaphors and three epithets used by the author to characterize the main character (Stephens) and comment on them. Three metaphors : trifle embarrassed apologetic laugh forcible ring Three epithets: thick-set and stout a round red face bullet-shaped head All these stylistic devices describe the main hero as a  person who is very tired of life, he is passive, but he wants to change something in it, that is why to show us the antagonistic character of the visitor, the author uses an oxymoron “bright dark eyes”. Also we can see the despair of a stranger, because he uses “short, sharp sentences”, to emphasize it the author told us that they had “a forcible ring”. 2. Give synonyms of colloquial style to the following literary words: “to flounder”, “hazardous”, “content”, “a trifling indisposition», «errand”, “to perceive”. To flounder – to struggle Hazardous - dicey, chancy Content – pleased A trifling indisposition – reluctance Errand – trip To perceive – get, understand 3. What words and phrases are used to describe Stephens at the beginning and at the end of the story? How can the reader gather that Stephens was happy in Spain? What was it that attracted him to Spain? The narrator used epithets, metaphors, oxymoron and other SD to describe Stephens. He used such constructions as “trifle embarrassed”, “…holding it in one hand absent...

Words: 316 - Pages: 2

Premium Essay

Living Apart Togerher

...Living Alone Together Text 3: “Just what Modern Romance Needs”: ”living apart together” written by Gary Picariello is a personal comment. This is showed in by the way the text uses tone and style. Picariello writes as if he is trying to talk and convince the reader. He is trying to provoke the reader by using a form of argumentation that usually would be presented in a conversational debate. Throughout the text Picariello is asking some rhetorical questions such as “so what’s the deal with “living apart together”?” and “whatever happened to getting married and living happily ever after?” He asks an obvious question and responds with an obvious answer making his point more important. He uses some a few statistics to back up his statements so he seems more reliable to the reader. In an attempt to keep the reader interest he use irony to make it more special. The irony is especially shown in the quote “No wonder the pope is stressing”. When he uses a humoristic quote like that, it is because he is trying to get the attention of the reader and so the point can have a bigger influence and be clearer. Picariello is also using some proverbs such as “looking at the glass half full”. When you are using proverbs, you are making the text more interesting to read. One thing that indicates that this is a personal comment is the use of exclamation marks which you don’t usually use unless you are trying to express something. Picarielle is clearly using humor as a way to keep the attention of...

Words: 269 - Pages: 2

Premium Essay

Anthem for Doomed Youth

...Describe at least one important technique used in EACH test. Explain why this technique was important in each text. In the poem Anthem for Doomed Youth, by Wilfred Owen, various language techniques are used, these are important because they help portray the writers key themes. The poem is in the form of a sonnet, it is split between two parts. In both stanzas, Owen focuses on two key themes. The first theme is the horror of war and the terrible conditions facing the soldiers, in contrast, the second theme is the meaningless and lack of religion in response to such horror as seen during the war. Owen uses extremely strong and powerful imagery throughout his poem. In the very first line he asks, ‘What passing-bells for these who die as cattle?’, the connotation implies that in war, millions die with the same significance as cattle which justifies the lack of sounding from the bells. The manner of their deaths is being compared to the mass slaughter of the animals. Owen in appalled by the inhumane deaths these young men experienced. He feels as if they are nameless and faceless - losing their identities in the chaos of war. The use of this simile is important because it helps Owen to create a sense of what is recognized as the helplessness and inhumane treatment the soldiers received. In the second line of his poem he uses personification. Owen describes the ‘monstrous anger of the guns’, giving the guns a powerful, negative connotation. By doing so, the anger is misplaced...

Words: 915 - Pages: 4

Premium Essay

Revision Template

...University of Phoenix Material Revision Template Follow the instructions provided in your syllabus and prepare a response to the feedback you received on the Scholarship, Practice, and Leadership Essay to complete the table below. Use Microsoft® Word formatting features to add rows to the template, as needed. Student’s Name: Melissa Cook |Faculty Feedback |Faculty Feedback in My Own Words |My Detailed and Specific Action Plan to Integrate Faculty | | | |Feedback in My Revised Essay | |(Include comment numbers, as appropriate) | | | | | |(Include APA manual page numbers, as appropriate) | |While your paper is well written- it isnt addressing the |My paper was structed well, but it did not answer the questions of|I need to go back over the assignment and make sure my | |questions of the prompt or evaluating the articles as asked. |the prompt or evaluate the given articles sufficiently. |revision answers all the questions. I...

Words: 538 - Pages: 3

Free Essay

Shakespeare

...other than the ones pointed out in the clues. If you are not familiar with a device, use a literary dictionary to define it for yourself. Regular dictionaries will be hit-or-miss on these terms as they are highly specialized. Poetic Devices 1. couplet (Hamlet explains to his mother that his behavior is not an act, scene 2) 2. elision (Bernardo describes the movement of the stars, scene 1) 3. syncope (Horatio describes the sunrise, scene 1) 4. masculine rhyme / ending (The last two lines of Hamlet’s response to his mother’s concerns about his behavior, scene 2) 5. feminine rhyme / ending (Claudius presents the court with his appraisal of Fortinbras’ advance, scene 2) 6. diacritical accent (all over the place) Language / Rhetorical Devices 7. allusion (Hamlet contrasts himself with Hercules, scene 2) 8. antithesis (Claudius explains the death of his brother and his marriage to the widow, scene 2) 9. oxymoron (Claudius explains the death of his brother and his marriage to the widow, scene 2) 10. polysyndeton (Hamlet responds to his mother’s question regarding his grief, scene 2) EXAMPLE: (personification) “But look, the morn in russet mantle clad / Walks o’er the dew of yon high eastward hill.” (I, 1, 166-167) Horatio’s use of personification in these lines creates a vision of the slow progression of the rust-colored sun over the horizon, like a man (“clad” and “walks”) would gradually come into view as he walks over a...

Words: 318 - Pages: 2

Premium Essay

Hawk Roosting by Ted Hughes

...flag and what it symbolises. Hawk Roosting also uses repetition. ‘It took the whole of Creation to produce my foot… Now I hold Creation…’ The poet is reinforcing how Creation has formed the hawk and the tone of this section seems to strengthen this argument as the hawk is full of ego and seems proud that he is ‘God’s gift.’ Now he is in control of ‘Creation’ he is effectively playing God. Often the poet seems to suggest that the Hawk is a symbol for another figure, perhaps a political dictator. Flag’s form, with three regular lines in each stanza, suggests the blocks of colour in many country’s flags. Alternatively it could look as if the stanzas are waving in the wind, with the slightly shorter second line. Every stanza starts with a rhetorical question, which provokes the reader to...

Words: 424 - Pages: 2